Personal branding can feel like such a cringe. Who wants to announce themselves constantly to the world? None of us is, after all, a box of cereal. To avoid the topic, however, is also professionally risky. No one ever got anywhere by hiding their light under a bushel. So how do you create an impression in the long term that will make you trusted and easily brought to mind in this noisy, competitive world?
Thinking about how you want others to talk about you when you’re not in the room is a profoundly useful exercise. And if you reframe 'branding' as 'reputation made intentionally visible, obvious and memorable' it suddenly feels less intimidating. Here’s how.
Do credit and praise others around you publicly – both in real life and online – especially if you are part of a team. Bolster their reputation and they will bolster yours. This is also a great strategy for anyone who is not used to talking about themselves.
Don’t be shy about announcing your achievements. Visibility and self-promotion are not the same thing. It’s OK to make the facts of your achievements and progress public, obvious and visible by marking them and celebrating them on social media. Facts are not boasting or self-promotion. They are just facts.
Do embrace consistency or at least have a strategy for explaining inconsistency. Make your interests, goals and targets obvious and easy to remember. If you are taking on something new or unexpected, expect to explain it.
Don’t expect anyone to know or understand who you are or what you’re about. Make it easy for them. They shouldn’t have to go digging to work out who you are. Introducing yourself with clarity and without being self-effacing is a courtesy to others.
Do be ready to pivot. Career pivots are a huge part of a long professional life. These involve taking skills, contacts and expertise from one part of your working life and using them in a new direction. Be patient with others who may not be comfortable with the idea.
Don’t try to please all the people all the time. Not everyone is your people. It’s not necessary to cultivate enemies or enmity. But it’s not necessary for everyone to be in love with you either.
Do look directly into the camera in on-screen meetings when you are talking, but also when you are listening. Spend as little time as possible glancing at the faces of others on screen. (And zero time looking at your own face. Hide self-view.)
Don’t expect what works now to work in six months’ time. The parameters of visibility – especially online – are constantly changing. Keep under review who you are trying to connect with, where they are and what counts as currency in that world.
Do prioritise face-to-face interactions and a proven track record. These two things are perennials that cannot be matched by any amount of personal branding or online presence.
Don’t assume reputation is earned the same way in all industries. In some fields, discretion, modesty and gravitas are key currencies. In other contexts, the ability to be colourful, fabulous and bodacious has the most value.
Illustration by Jovilee Burton
